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Presentasi berjudul: "NEW SERVICE INNOVATION"— Transcript presentasi:

2 Growth In Services Within the EU services now account for60% of GDP (Eurostat, 2006).huge growth in coffee bars,smoothie bars and hair salons?Growth in knowledge intensivebusiness services (KIBS)Since 2003, shares in oilcompanies have doubled.Halliburton and Schlumberger, the world market leader for oil services,have more than tripled.

9 Typology for innovations (Ozdemir, 2007)Booz et al. (1982)Lovelock (1984)New to the world products: new products that not only represent a major new challenge to the supplier, but which are also seen to be quite new in the eyes of customersMajor innovation: new services for markets as yet undefined; innovations usually driven by information and computer-based technologiesNew product lines: new products which represent major new challenges to the supplierStart-up business: new services in a market that is already served by existing servicesAdditions to existing product lines: new products that supplement a company’s established product lines, so rounding out the product mixNew services for the market presently served: new service offerings to existing customers of an organisation (although the services may be available from other companies)Improvements and revisions to existing products: new products that provide improved performance and so replace existing productsService line extensions: augmentations of the existing service line such as adding new menu items, new routes and new coursesRepositionings: existing products that are targeted to new markets or market segmentsService improvements: changes in feature of services that currently are being offeredCost reductions: new products that provide similar performance at a lower cost of supplyStyle changes: the most common of all “new services”; modest forms of visible changes that have an impact on customer perceptions, emotions and attitudes, with style changes that do not change the service fundamentally, only its appearance

14 Service Innovation And The ConsumerConsumer user toolkitsCustomer testing of services

15 Customer’s input into new service development processNew service development stagesActivities performed by the customerStrategic planningThoughts and feedback on long term plansIdea generationState needs, problems, criticize existing serviceIdea screeningSuggest desired features, benefits and attributesBusiness analysisPossible feedback on financial data, including profitability of conceptsFormation of cross functional teamEither participate in team selection or even form part of the teamService design and process systemReview and jointly develop blueprints, suggest improvements by identifying weak or fail pointsPersonnel trainingObserve and participate in simulated service delivery process and suggest improvementsService testing and pilotParticipated in simulated service delivery process and suggest final improvements and design changesTest marketingProvide feedback on the marketing planCommercialisationAdopt the service as a trial, word of mouth communication to other potential customers.

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